Market Analysis of Coca Cola New Product

7/28/2019 Market Analysis of Coca Cola New Product

1/101

1

STUDENT DECLARATION

I Mohd. Aafaq Saifi student BBA here by declared that the research

report entitledMarket Analysis & Sales Analysis Of New Product Of

Coca Cola With Their Competitive Brand is completed and

submitted is my original work. The imperial finding in this report is

based on the data collected by me.

DATE: Mohd. Aafaq Saifi

PLACE: BBA VI SEM

ROLL NO. 8654590


2/101

2

ACKNOWLEDGEMENT

Interdependence is a higher value than independence

The making of any report calls for contribution and co-operation from

many others besides the individual alone. It is the result of meticulous

effort put in by many minds that contribute to the final report formation

and this report is no exception. Several eminent people have valuable

contribution to this report through their inputs.

I am thankful to Dr. Mayank Jain (HOD, BBA Department ) who

helped me to materialize this report.

I am also thankful to all those people who directly or indirectly help me

during my project.

Mohd. Aafaq Saifi

BBA VI Sem.


3/101

3

PREFACE

Project studies constitute the backbone of my management educationprogramme and help a lot to my studies market if a proper attempt is

made on the part of the students of BBA who required undergo practical

exposure in an industry.

For the same I got opportunity to do the project on "MARKET ANALYSIS

& SALES ANALYSIS OF NEW PRODUCT OF COCA COLA WITH THEIR

COMPETITIVE BRAND"

This project is mainly based on in - depth study on bank's prospects and

present relationship with prospective customers.

I have placed in my best efforts in making this report a satisfaction but

still I'll welcome any suggestion for improving the same.


4/101

4

CONTENTS

Company Profile

Genesis - History

Organisation Structure

Product of Company

Competitor

Marketing Mix

Objective of the Project

Brand Image - An Introduction

Research Methodology

Data Analysis and Interpretation

SWOT Analysis Limitation of the Project

Conclusion

Suggestions & Recommendation

Limitations

Appendix

Questionnaire

Bibliography


5/101

5


6/101

6

COMPANY PROFILE

If we Indians recall our memory there was a time when one was

asked for a soft drink, the brand that comes and gave a knock on our

mind was Coca-Cola. Coca-Cola, the word most admired trademark

has maintained its special a sense of belongingness to India, which had

resulted some sort of its monopoly throughout the Indian soft drink

market. It has been said that the internal environment of the industry

has been greatly effected from its internal environment. The same thing

was also happen with this famous company. When the Government

policy were in introduce and forced this MNC's to go outside from the

India market. Hence, it was thrown out of India in the year 1977. A

lacuna was created at that time in the country's soft drinks market.

How ever after a gap of 17 years, the Coca-cola has reappeared in the

soft drinks market of India, by making itself more strong and confident

in this field.

In today's market, the cola's (Coke, Thumsup, Pepsi, etc.) had a

70% share, Lemon 10% and Orange 20%. There appears to be a

concentrated rush to bag a share in the soft drinks market. Due to a

manifold increase in the demand of soft drinks large number of

company has entered into this competitive market scenario.

In India two major companies engaged in soft drinks market are

Pepsi and Coca-Cola. While RC cola is still a novice in the Indian

Market, although it being the world oldest soft drinks manufacturer.


7/101

7

Pepsi-Cola attacked Coca-cola before World War-II. Coca-Cola

dominated the Americans soft drinks industry. Pepsi-Cola was a drink

costing less to manufacturers and with a less satisfactory taste than

coke.

During the Second World War Pepsi and Coke, both of them

enjoyed a huge sale. After the war the Pepsi sales started to fall

relatively to Coke. The factors which were responsible for the decline

in Pepsi sales were poor image, poor task force, poor quality control

and dull packaging.

It was a momentous day when Coca-Cola staged its reliance in

India. Coca-Cola was relaunched again in India in Sep. 1993 at

Hathras near Ghaziabad, where the first bottling facility of Coca-Cola

in India was switched on. The Indian people welcomed the come back

of their most loved cola in the country with great enthusiasm and

vigor. Coca-Cola market its relaunching acquiring 5 Parle Exports

Ltd. Top Selling products Viz-Thums up, Sprite, Limca, Fanta, Mazza,

K. Soda,Kwater,Coke.

In 2000, the company opened a new bottling plant at Dasna in

Ghaziabad distt. For the supply of 300 ml Bottle and 1.5 liter Bottles.

This plant is more settled equipped than the plant at Najibabad.


8/101

8

THE COCA-COLA COMPANY ANNOUNCES

FIRST QUARTER 2004 RESULTS

Chairman and CEO Doug Daft: "Throughout the quarter, we achievedshare gains as our system successfully responded to and managed

worldwide challenges and opportunities with flexibility, speed and

professionalism".

Worldwide unit case volume grew 4 percent in the first quarter.

Reported earnings per share were $ 0.34 for the quarter, whichincluded a net negative $ 0.03 per share impact from a charge related

to streamlining initiatives and a gain from a litigation settlement.

The Company expects strong cash flows to continue in the future.Cash from operations for he quarter was $ 599 million, including the

impact of a $ 145 million contribution to the Company's U.S. pension

plan.

The Company repurchased 8.3 million shares of its common stock for$ 319 million during the first quarter and intends to repurchase

approximately $ 1.5 billion of its stock in 2004. Dividend increased 10

percent in 2004, reflecting the 41st consecutive annual increase.

Atlanta, April 16, 2004 - The Coca-Cola Company reported first quarter

earnings per share of $ 0.34, compared to a net loss share of % 0.08 for

the year - ago quarter. First quarter reported results included a net

reduction of $ 0.03 per share related to the previously announced

streamlining initiatives and a gain related to a litigation settlement. The

prior year loss resulted from the adoption of SFAS No. 142 - "Goodwill


9/101

9

and Other Intangible Assets, "and other charges/ gains. Worldwide unit

case volume increased 4 percent in the first quarter, reflecting 3 percent

volume growth in North America and 4 percent internationally.

The beverage industry has not been immune to the week global

macroeconomic environment that has impacted many business sectors.

In addition to these factors, the beverage industry, including the

Company, was adversely affected by short-term external factors,

including a slowdown in "away from home" consumption caused by the

war in Iraq, a lengthy national strike in Venezuela, a change in deposit

laws in Germany, and a shift in the timing of the Easter holiday.

Doug Daft, chairman and chief executive officer, said, "The results of the

Coca-Cola Company are always driven by the operational, financial and

brand strengths of our entire system in our markets. Given the current

volatile worldwide environment, our management team has continued to

carefully monitor worldwide events and respond rapidly and effectively.

We have enhanced productivity and cost efficiencies. We are also

targeting our resources to the markets of greatest opportunity and

stability, while taking all necessary steps to protect our business in more

challenging markets.

"Throughout the quarter, we achieved share gains as our system

successfully responded to and managed worldwide challenges and

opportunities with flexibility, speed and professionalism. Looking ahead,

we are confident our results will improve during the year as we move

beyond the short-term external factors that impacted this quarter".


10/101

10

Financial Highlights

First quarter 2004 reported results were $ 0.34 per share, which

included a net reduction of $ 0.03 per share related to the previously

announced streamlining initiatives and a gain related to a litigation

settlement. Prior year first quarter results reflected a net loss of $ 0.08

per share, which included the net reduction of & 0.42 per share

reflecting the adoption of SFAS No. 142 - "Goodwill and other

Intangible assets, " and other charges/ gins. The individual impact of

these items on earnings per share is summarized as follows:

First

Quarter

2004

First

Quarter

2003

Income (Expense) Per Share

Items Impacting Results:

Streamlining Initiatives ($ 0.04)

Gain on Litigation Settlement $ 0.01

Cumulative Effect of Adopting

SFAS 142-- Goodwill and IntangibleAssets

$ 0.37)

Gain on Sale of Kaiser $0.01

Non -Cash Charge-- PrimarilyRelated to Investments in LatinAmerica

($ 0.06)

($ 0.03) ($0.42)

Cash from operations for the quarter was $ 599 million, including the

impact of a $ 145 million contribution to the Company's U.S. pensionplan. The Company expects strong cash flows to continue in thefuture.

The Company repurchased 8.3 million shares of its common stock for

$ 319 million during the first quarter and intends to repurchase

approximately $ 1.5 billion of its stock in 2004.

The company increased its dividend 10 percent in 2004, reflecting the

41st consecutive annual increase.


11/101

11

OPERATIONAL HIGHLIGHS

North America

Unit case growth was 3 percent for the first quarter, driven by solid

performance in the Retail Division, offset by a decline in the

Foodservice and Hospitality Division.

The overall industry growth was negatively impacted by the timing of

the Easter holiday, poor weather conditions, and weaker traffic in

restaurants, hotels and leisure channels. Despite these factors, the

Coca-Cola system remained focused on local execution, resulting in

growth that outpaced the total nonalcoholic ready-to-drink industry,

including share position improvements in the major beverage

categories.

Results during the quarter were fueled by over 2 percent growth in

Trademark Coca-Cola in the Retail Division, driven by innovation and

strong performance from Vanilla Coke, diet Vanilla Coke, diet Cokeand the continued expansion of the Fridge Pack.

Noncarbonated beverages continued strong growth led by 22 percent

growth in Dasani, 16 percent growth in Powerade and continued

strong double-digit growth from Minute Maid Lemonades. Unit case

volume also benefited from last year's strategic transactions involving

Evain and the Danone water brands.


12/101

12

ASIA Unit case volume increased 8 percent for the quarter, cycling 9 percent

growth in the prior year first quarter. Strong performance was driven by double-digit growth in China, the

Philippines, India and Thailand. Trademark Coca-Cola and Fanta

continued to drive the growth in many key markets, along with strong

performance of local brands such as Thums Up, Qoo an Kinley.

In China, 21 percent growth in unit case volume was led by double -

digit growth in Trademark Coca-Cola, Fanta and Sprite driven by

highly successful Chinese New Year activities and several packaging

initiatives. In addition, non-carbonated beverages to develop with the

introduction of Nestea and the continued expansion of Qoo.

In Japan, unit case volume declined 2 percent in the quarter, cycling 6

percent growth in the prior year first quarter. Solid growth in both

January and February was offset by a sharp decline in industry trends

during March. Despite the challenging economic environment, the

Company continued to increase share during the quarter in the highlyprofitable tea, coffee and carbonated soft drink categories.

Further, in Japan, the Company continues to drive industry leading

performance through initiatives surrounding its core brands and

margin enhancement opportunities through package innovation and a

strong focus on accelerating growth in the profitable conveniencestore and vending channels. In addition, during March, the Company

and several of its bottling partners announced plans to create a

national supply chain management company to reduce costs through

efficiency in procurement, production and logistics, and develop a

flexible supply system that will respond to changes in consumer and

customer needs, as well as improve customer service.


13/101

13

LATIN AMERICA

Unit case volume increased 5 percent in the first quarter, led by strong

growth in Mexico and improving trends in Argentina, partially offset

by the general strike in Veneuela.

In Venezuela, the Company's operations were shut down during the

general strike that lasted throughout the month of January and most of

February. As a result, operating income and equity income were

negatively affected by the strike. Further, the situation reduced the

Company's unit case growth rate for all of Latin America by more

than I point in the first quarter. Full distribution was restored across all

channels and outlets during the month of March and should continue

for the remainder of the year.

Maxico unit case volume grew 14 percent in the quarter driven by

strong performance from Fanta and Lift, the continued expansion of

the Company's non-carbonated beverage business, the launch of theReal campaign, and the introduction of several packaging initiatives to

drive system profitability. In the fast-growing water category, the

Company is benefiting from natinoal marketing programs behind Ciel,

the continued expansion of single-serve water packages, ad the

inclusion of the Risco water brand.

In Argentina, unit case volume grew 7 percent in the first quarter,reflecting the Company's long-term strategy of investing in the

country during last year's economic crisis. Further, as a result of a

strong emphasis on refillable packages, brand Coca-Cola share of

sales has increased 2 points versus the prior year first quarter.


14/101

14

EUROPE, EURASIA AND MIDDLE EAST

Unit case volume in the first quarter declined 1 percent, cycling 8

percent growth in the first quarter of the prior year. While the

Company had solid performance in many markets, first quarter results

were winter weather conditions in Eastern Europe, and declines in

German volume resulting from the implementation of a deposit law

on non-returnable packages.

Overall results for the Group benefited from successful new products

such as diet Coke with lemon, Vanilla Coke, and Sprite Ice Cube

being introduced during the quarter. In addition, the Group's financial

performance benefited from effective concentrate price and brand mix

management as well as a diligent focus on the management of

operating expenses.

Unit case volume declined 10 percent in Germany during the quarter

as a result of the short-term disruption caused by the implementationof a deposit law on non-returnable packages for beer, carbonated soft

drinks and water. The unexpected change on January 1, 2004 resulted

in major retailers delisting non-returnable packages. Further,

consumers have begun to shift their consumption back to returnable

packages and to other beverage categories that were not impacted by

the deposit law.

While this change in deposit laws is disruptive in the short-term, the

Coca-Cola system remains extremely well placed to take advantage of

the move by consumers back to returnable packaging. The Company

is introducing several new packages and initiatives in the second

quarter that are expected to lead to growth in Germany during the

second half of the year.


15/101

15

AFRICA

Unit case volume growth of 3 percent in the quarter, cycling 11

percent growth in the first quarter of 2003.

The Southern and East Africa Division continues to generate solid

growth while parts East Africa have been negatively impacted by the

challenging operating environment. Despite the environment across

North Africa, The Company has gained share across the region.

The Coca-Cola Real campaign has been introduced in South Africa

and Nigeria and is Currently being rolled out across the rest of Africa.

As a result, in Sourth Africa, Trademark Coca-Cola grew 5 percent in

the quarter. In Addition, the company is continuing the introduction

and expansion of juice and juice drinks and water in key markets.

Throughout Africa, the Company continues to invest and focus on

business fundamentals to drive profitable volume for the system.

These initiates include new cold outlet creation, improvements inmarket execution and availability and affordable packaging.

Streamlining Initiatives

During the first quarter of 2004, the Company initiated steps to streamline

and simplify its operations, primarily in North America and Germany.

In North America, the Company is integrating the operations of its three

separate North American business units - Coca-Cola

Erfrischungsgetraenke AG (CCEAG) is taking steps to improve its

efficiency in sales, distribution and manufacturing.


16/101

16

These initiatives are proceeding as planned and resulted in a first quarter

pre-tax charge of $159 million, or $0.04 per share after tax. As previously

announced, the streamlining initiatives are expected to result in a full -

year 2004 charge to earnings of approximately $400 million on a pre-tax

basis. The remainder of the charge will be recorded throughout the rest of

the year.

Separate from the streamlining charge, as a result of the above initiatives,

the Company's financial results are expected to benefit by at least $50

million (pre-tax) in 2004 and at least $100 million (pre-tax) on an

annualized basis beginning in 2005.

Gain on Litigation Settlement

During the course of the first quarter, the Company reached a settlement

with certain defendants in a vitamin antitrust litigation. In that litigation,

the Company alleged that certain vitamin manufacturer participated in aglobal conspiracy to fix the price of vitamins used in the manufacturing

of some of the Company's products. During the first quarter, the

Company received a settlement relating to this litigation of approximately

$52 million on a pre-tax basis, or $0.01 per share on an after tax basis.

The amount was recorded in the income statement as a reduction of cost

of goods sold in the first.


17/101

17

A 100 YEARS OF THE CURVY GLASS BOTTLE

OF COCA-COLA

Coca-Cola Company marks a mile stone on Wednesday, 24th March

1899 Chattanooga; Tenn where its first bottling plant was started 100

year ago by two men struck one of the most lucrative business deals in

US history. Joseph Whitehead and Benjamin Thomas offered Coca-Cola

Company owner Asia Candler a dollar for the right to bottle soft drinks in

1899. Today I billion soft drinks are sold each day in more than 200

countries around the world.

Candler had purchase what would become the Cola Company for $2,300

eight years earlier from John Pemberton, an Atlanta Phamacist who

astonished the world. Candler thought the bottling Venture would never

succeed, but he signed the contract with White Head And Thomas and

way, "and the rest is history", Bob Lovell, vice president of marketing for

Coca-Cola bottling company, United Inc., said in telephone interview

from Chattanooga.

Lovell said Thomas had seen Cuban Fields hand drinking Pina Fria a

Pineapple beverages, from bottles while he was stationed in Cuba during

Spanish American War. When he returned to Chattanooga, he decided to

pitch the idea of bottle soft drinks to coke, which was then sold only as a

fountain beverage.

"It occurred to him that Coca-Cola in bottles would be very popular",

Lovell said, "Mr. Candler did not see any future in it because the

containers were not sound, but that's how it all came about. "Thomas and


18/101

18

Whitehead promised to pay one dollar for the right to bottle Coca-Cola,

but legend has it that no money changed hands.

THE IMAGE

The image is communicated all around the world in advertisement on

media such as newspaper, magazines, radio and televisions. The list goes

on....

However, image is much than just advertising every person working

within the coca-cola system is part of the image whether one is involved

in creating its advertising, making it's quality products, or selling,

merchandizing and distributing its beverage their hard work and attitude

will say something to the people about its product.

COCA-COLA SYSTEM FLOW CHART

Raw Material

Coca-Cola Company

Bottler

Customer

Consumer


19/101

19


20/101

20

COCA COLA: THE STORY BEHIND

Coca-Cola was formulated in 1886 by Dr. John Pemberton, a Pharmacistin Atlanta, Georgia. The drink was sold ad refreshing elixir at the

fountain counter of Jacob's Pharmacy of which Dr. John Pemberton was

part owner, unaware that the pharmacist had given birth to a caramel

colored syrup which is now the chief ingredient of the worlds favorite

drink. Today the white-on-red flow of Coca-Cola is familiar sight in more

then 195 countries. The syrup combines with the carbonate water to fuel a

$ 16.2 billion corporation that has captured a 46% Slice of the global soft

drinks market. The company estimates that the drink is served more than

773 million times every day and if all Coke ever produced were filed in

standard bottles and placed end to end it would wrap around the equator

21, 161 times.

The story of Coca-Cola is a story of a drink and its charm with the

consumer. The of ecstasy and again that the drink has caused to those

dedicated to its growth Pemberton first managed to sell and average of 9

drinks per day, though a shop called Jacob's pharmacy, in 1891, Candler

bought Coca-cola company with four companies he formed the coca-cola

company with the initial stock of $100,000. Coca-Cola was registered at

the US patent office in 1893, and began selling at soda fountains for 5

cents a glass of therapeutic refreshment 1894, I got into bottles, courtesy

a candy merchant Joseph Boedenharn of Mississippi.

Five years later; the drink was being bottled on a regular basis under a

region wise franchising system; and its first competitor Pepsi cola, Coca-

Cola's first bottling plant opened in Chatanooga, Tennessee followed by


21/101

21

another in Atlanta in 1900. The unique taste of cola was an outstanding

success. Over the next two decade the number of plants crossed 1000. In

a bit to difference the prodect, the company adopted 6.5 ounce, pale green

countor bottle designed by the root glass company of Terri Haute,

Indiana. Today it is an intrinsic part of the brand.

The company broadened its horizons when Robert Woodruff the son of a

banker who acquired to Company for $25 million in 1919, assumed

charge in 1923. He began by ungrading bottling operations, brought in

innovations like a six-bottle carry home carton, and gear up advertising

support. It was under Wood Ruff that the brand. Known affectionately as

coke by now associated it self with sportive events. By the early 1940's

the brand was selling as the "real thing" to set it self apart from "me to"

cola's.

As a time went by the company brought out some new aerated drinks.The first one "Fanta" appeared in the selves in 1960.

Its birth was an accident, the company's German name is an attempt to

produce Coca-Cola without some key ingredients, turned out into an

orange flavored drink instead. its strategists who feared the dependence

on just one put a cap on growth welcomed it. While Fanta was beingrolled out the company bought minute made cosrp. Which in 1967 was

combined with Duncan foods to pave way for the Coca-Cola foods.

Several beverages followed the most notable being 'sprite', a lemon drink

developed in the late 1950 and formally launched in 1961.

Coca-Cola had diversified the company into businesses and it even had a

steam generator and boi8ler making division. Robert C Goizueta, Cuban


22/101

22

born 27 years veteran took over as the Coca-Cola unlike Pepsi company

depended on a single brand. The best insurance policy that he figured was

to let coke evolve to the summer slacking it with variants, even

reinventing if needed. In 1982, the company launched what is now

considered among the world's most successful brand extensions 'Diet

Coke', under the leadership of Sergio Zyman, the head of us marketing.

The idea was to retain the loyalty for the health conscious drinker who

loved the taste but hated the calories. After this it came out with cafeeine

free versions of its main drinks. yet in the US the company kept losing

ground to Pepsi. zyman, a former Pepsi marketer argued that the correct

strategy was to replace 98 year old with better tasting cola, label it as

"New Coke" and blare the news which is exactly what the company did

more a decode age in 1985. But when placed on the shelves it did not

budge. On wide spread protest it was recalled after 79 days.

The company has about 100 brands in its portfolio but coke, Fanta andsprite account for most of its sales. In 1994, the real thing's coke sold over

52.5 billion liters. For the taste of it diet coke along with Coca-Cola light

sold 8.5 billion liters, which makes it the world's two top non cola drinks

sold over 6.5 billion liters each. Which sprite aimed at the independent

youngster two does not care what as others drink (the as line "obey you're

a thrust"). In 1993, Coca-Cola reentered India after a 16 years ling exile,four years Pepsi made its debut India. While Coke plays on brand

nostalgia. Pepsi address the young crowd, which unlike a in America is a

dominate ort if the population here.


23/101

23

The Coca - Cola Company

The Coca - Cola Company is the world's largest beverage company.

Along with Coca - Cola, recognized as the world's best - known brand,

The Coca - Cola Company markets four of the world's top five soft drink

brands, including diet Coke, Fanta and Sprite, and a wide range of other

beverages, including diet and light soft drinks, waters, juices and juice

drinks, teas, coffees and sports drinks. Though the world's largest

distribution system, consumers in more than 200 countries enjoy The

Coca - Cola Company's products at a rate exceeding 1 billion servings

each day. For more information about the Coca - Cola Company, please

visit our website at http: // www. coca- cola.com/.

Forward - Looking Statements

This press release may contain statements, estimates or projections that

constitute "forward - looking statements" as defined under U.S. federal

securities laws. Generally, the words "believe," "expect," "intend,"

"estimate," "anticipate," "Project," "will" and similar expressions identify

forward - looking statements, which generally are not historical in nature.

Forward - looking statements are subject to certain risks and uncertainties

that could cause actual results to differ materially from The Coca - Cola

Company's historical experience and our present expectations or

projections. These risks include, but are not limited to, changes in

economic and political conditions, changes in the non - alcoholic

beverages business environment, including actions of competitors and

changes in consumer preferences; product boycotts; foreign currency and

interest rate fluctuations; adverse weather conditions; the effectiveness of

our advertising and marketing programs; fluctuations in the cost and

availability of raw materials; our ability to achieve earnings forecasts;

regulatory and legal changes; our ability to penetrate developing and


24/101

24

emerging markets; litigation uncertainties; and other risks discussed in

our Company's filings with the Securities and Exchange Commission (the

"SEC"), including our Annual Report on Form 10-K, which filings are

available from the SEC. You should not place undue reliance on forward

- looking statements, which speak only as of the date they are made. The

Coca Cola Company undertakes on obligation to publicly update or revise

any forward - looking statements.


25/101

25


26/101

26

ORGANIZATIONAL HIERARCHY

CHAIRMAN

PRESIDENT

VICE PRESIDENT

R.G.M.

A.G.M.

I.S.M

F.M. S.M. P.M. H.R.M.

M.O.E. A.S.M. S.E.

S.E. S.E. S.E.


27/101

27

Where,

R.G.M. : Regional General Manager

A.G.M. : Area General Manager

I.SM. : Information System Manager

F.M. : Finance Manager

S.M. : Sales Manager

P.M. : Production Manager

H.R.M. : Human Resource Manager

A.S.M. : Area Sales Manager

M.O.E. : Marketing Operation ExecutiveC.D.E. : Cold Drink Executive

S.E. : Sales Executive


28/101

28


29/101

29

PRODUCT PROFILE OF Coca-Cola

The product range of the coke has listed brands:

Coke : 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt

Thumps UP: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.

Limca: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.

Fanta: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.

Sprite: 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.

Mazza: 250 ml, Tetra Pack

Diet Coke: 330ml, 1.5 lt, 2lt.

Kn. Soda: 300ml, 500ml,

Kn. Water: 500ml, 1lt, 2lt,


30/101

30

FENTA APPLE

Beverages company Coca-Cola today introduced an apple flavoured

variant for its sparkling drink brand Fanta.

The drink, Fanta Apple , sporting a communication tagline of Go Bite

has been developed especially for Indian consumers. The company has

roped in actress Genelia DSouza as the brand ambassador for thebrand.

Fanta Apple will be launched in a phased manner starting with the

southern states of Andhra Pradesh and Tamil Nadu followed by a national

roll-out over the next two months.

Fanta Apple would be retailed across 35,000 outlets in the two states in

the launch phase, Deepak Kaul, Region Vice President South, Hindustan

Coca-Cola Beverages Pvt. Ltd said.

The new variant will be available in 200 ml and 300 ml returnable glass

bottles (RGB) priced at Rs 8 and Rs 10 respectively.

In addition, it would also be available in a mobile 500 ml PET pack

priced at Rs 22. Brand Fanta, already present in over 190 countries, was

first launched in India in 1994.


31/101

31

The 360 degree marketing communication plan for the brand will involve

road shows including extensive experiential sampling sessions in

markets, offices, malls and colleges.

Further, a TV commercial featuring Genelia and the Go Bite

proposition of the Fanta Apple brand will be aired starting first week of

November, 2008 on all the leading channels in the south. The entire brand

campaign has been developed and executed by Ogilvy & Mather, Delhi.


32/101

32

FUNCTION OF PLANT

First Process

Water Treatment

Raw Water (Water direct from Tube Well)

Soft Water (Making bacteria free by using limestone, bleaching powder and FeSo4)

T.T. Water (Treated tank water)

Raw Syrup Room

T.T. Water Sugar 85%

+

+

Mixing

Multi State Filtration

Raw SyrupReady Syrup Room

Coke ThumsUp's

Limca Fanta

Raw Syrup

One unit Concentratemakes 100 Crates


33/101

33

A

A

Ready Syrup

Ready Syrup T.T. Water CO2++

Soft Drink is Ready


34/101

34

SECOND PROCESS

Bottles are loaded onthe conveyer belt

First LightInspection

(Bottle which cannotbe cleaned pick out

from the Row)

Water Washing

with Soft Water

Water WashingProcess

Prerinse

Compartment

Prewash

Water Washing

with Soft Water

(2% Castic tem 60 C

with soft water)

65 C Soft Water

Wash

70 C Soft Water Wash

with 3.5% Caustic

HydroCompartment

(Removing caustic, by45

0C Soft Water)


35/101

35

(Prefinal Wash)

Final Wash

Clean Bottles

(Washing Soft Water)

Clean Bottles Clean Bottles+

Bottled Soft Drink

Clean Bottles

Printing Date and Price

Third Light Inspection

The Soft Drink is Ready FINAL PRODUCT


36/101

36

THE FUTURE OF COCA-COLA

While dong business overseas offers Coke wonderful growth

opportunities it also has its own disadvantages. The economic slowdown

in various overseas markets and the strong dollar had their impact on

Coca-Cola revenues and bottom line in 1999. But the company optimistic

about the future.

Mc-Douglas Investor, The Chief Executive Officer of the Coca-Cola

Company says, "This past year 1999 has been a challenging period for the

Coca-Cola Company as economic environment became more uncertain in

the later part of 1999, we strongly believe that our fundamental

opportunities for long term growth have not changed".

As long as maximization of share holder wealth remain coke's focus for

its future4 is assured Goizueta had stated and proven to the world that

focus on shareholder wealth does more good to the company than focus

on revenues and it is not hat coke does not enjoy volumes for it is world's

No. 1 soft drink manufacture. It is not content with this title and is aiming

at higher volumes year after year. Surely coke will continue to grow.

Point on Roberto had reduced the company basically to its trademark and

the returns are so astronomical as to be off the boards. It just absolutely

added a jet engine to their performance.


37/101

37

COCA-COLA ANCHOR BOTTLERS

One of the driving forces behind coke's bottling system are that is

anchored by 10 strategically signed business partners of the Coca-Cola

Company, the anchor bottlers.

Anchor bottlers are a group of select companies throughout the Coca-

Cola system that are distinguished by-

A pursuit of the same strategies aims as the Coca-Cola Company in

the development of the non-alcoholic beverage business.

A commitment to long term growth.

Equity position by the Coca-Cola system.

Service to a large, geographically divers area.

Sufficient financial resources to make long -term investments.

Management expertise and depth.


38/101

38

COKE'S BOTTLING STRATEGIES

In the soft drink business the bottlers are responsible significant extent for

ensuring the availability of the products. Bottlers are supplied with

concentrate to which they add aerated water and bother ingredients before

packing and sealing either cans or bottles. Bottlers play a strategic role in

the success of soft drinks companies and this was not far from Goiueta's

mind.

In 1986 the company merged some of its company owned bottling

operations with two large ownership groups that had been put up for sale.

All these bottling activities were combined to from its own subsidiary

Coca-Cola Enterprises (CCE) to handle bottling operations. The Coca-

Cola Company took 49 percent equity stake in Coca-Cola Enterprises

enabling it to retain its own balance sheet.


39/101

39

MARKET PLACE

More than a billion times everyday, thirsty people around the world reach

for Coca-Cola products for refreshment. They deserve the highest quality-

every time. Our promise to deliver that quality is the most important

promise we make. And it involves a worldwide, yet distinctively local,

network of bottling partners, suppliers, distributors and retailers whose

success is paramount to our own. Our investment in local communities in

over 200 countries totals billions of dollars in jobs, facilities, marketing,

the purchase of local goods and services, ands local business partnerships,

always and everywhere, we pursue continuous innovation in the products

we offer, the processes we use to make them, the packages we develop

and the ways we bring them to market.


40/101

40


41/101

41

COMPETITOR

The biggest and perhaps the only serious for the coca-cola

worldwide has an already been Pepsi. In India, as per as the Cola segment

is concerned the with the biggest competition to coke comes from its

brands of Pepsi viz. Pepsi and Mirinda. Thums-up, which was the leading

brand of Parley product, was acquired by Coca-Cola just over a year ago

to bolster its market share in India. Today, Thums-up along with coke,

the leading brand of the Coca-Cola Company, other still competition to

Pepsi, which despite this stiff competition is still by far the single most

popular Cola drink in India

With both the companies being backed fully by the parent concerns

based in the united state, the fight to become the dominant player in the

huge Indian Soft drink market continues unabated. Aggressive ad

campaign's, sale-promotion, schemes for retailers are just some of the

strategies being adopted by the two companies to outwit each other and

grab and large share of the market.

In the Cola segment, which occupies by far the largest chunk of the

soft drink market in India, the market share of Coke is 60%while the

market share of Thums-up is 32.16%. The market share of Coke in this

Cola Segment is 27.84%. The remaining market share is occupied by the

other brands, which constitute about 14% of the Cola market share.

So Coca-Cola with its two brand clubbed together i.e. Thums-up +

Coke occupies a combined market share of 60% (32.16% + 27.84%)


42/101

42

which is just higher than the market share occupied by Pepsi on the all

India basis.

The market share for the Cola segment of different in India is given in

Graph below:

The fight between the Rs. 1,000 Crore Pepsi co. India. Pepsi and

Coca-Cola India, The fully owned subsidiary of the $ 18.55 Billion

Atlanta based "The Coca-Cola' company to become India's No. 1 player

seems likely to continue unabated over the next four years".


43/101

43

PEPSI PROFILE

Pepsi Co. Inc. was founded in the year 1965. Major products of the newcompany are Pepsi Cola. Diet Pepsi and Mountain Dew. Pepsi entered the

Indian market in 1992 and now is the market leader with a market share

of 26.5 percent in the cola segment. Pepsi is in between the two of it's

closet competitors as far as marketing strategies are concerned. Pepsi is

an international drink with Indian imagery in it's communication

Traditional focus of Pepsi has been on the early teenager with a gender

skew more to the female.

Pepsi is by far the more aggressive player in the market. With in your

face advertising continuous event marketing targeting the new generation

and eye catching merchandising. It's got its selling strategy well mapped

out.

The company has always been innovating it's ad campaigns which has

helped the company to get top of the mind recall. From "The choice of

the new generation" to the "Freedom" campaign the company has been

able to Indianise the brand. With the help of promotional schemes Pepsi

has managed to keep the brand alive and has not let it become old. During

1995 the total ad spent by the company was Rs. 6.98 crore only on

television Pepsi has set aside Rs. 8 crore for its advertising programme in

the run up to and during the cricket world cup.


44/101

44

COMPETITIVE AREA

The soft drink market all over the world has been witnessing a neck to

neck battle between the two major players, Coca-Cola and Pepsi since the

very beginning. The thirst quenchers are trying hard to have to major

chunk of the pie of carbonated soft drink market. Both the players are

spending their energies in building capacity, infrastructure, promotional

activities etc.

Coca-cola being 11 years older than Pepsi has dominated the scene in

most of the soft drink markets in the world and enjoying leadership in

terms of market share. But the Coca-Cola people are finding it hard to

keep away Pepsi, which has been narrowing the gaps regularly. The two

are posing threats to each other in every nook and corner of the world.

While Coca-Cola has been earning most of its bread and butter through

beverage sales, Pepsi has a multi products portfolio with some portionfrom the same business.

The two warriors are face to once again here in India with different

strategies and tactics to attack the rival. Coca-Cola is focusing upon the

joint ventures with the existing bottlers (FOBO) franchise owned

bottling operations to enhance its control on manufacturing and

marketing of its products range and attain the quality standards of its

class.

Countering it Pepsi has taken the battle its own hands by floating as

investment of $ 95 billion to set Pepsi Company. India holdings, as

subsidiary for (COBO) Company owned bottling operations. Both the

companies are following different path to reach the same destiny i.e. to


45/101

45

fetch the bigger portion of aerated soft drink market. Both consider India

a huge potential market, as per capita consumption here is a mere 3

serving annually against the world average of 80. Therefore, they are

putting in their best efforts to woo the Indian consumer who has to work

for 1.5 hours to buy a bottle of soft drink. In comparison to the

international norms minutes, a major hurdle to cross over for both the

athletes for getting No. 1 position comparison tot he inter. Coca-Cola is

well set with its 53 bottling sites through out the country giving tit an

edge over competition by processing a well-built bottling and distribution

set-up. On the other hand, Pepsi, with two more years in India, has been

able to set an image of a winner in India and has been able to get the

pulse of the India soft drink market. The soft drink giants are leaving on

stone unturned and her for the long terms.

Coca-Cola has been penetrating the market through its wide product

range with a determination to change consumption pattern of soft drink in

India. Firstly, they upgraded the whole industry by introduction 300 ml

bottles, which in turn had given the industry a booming growth of 20% as

compared to the earlier 5%. They want to develop a coca culture here and

are working on a strategy to offer soft drink in every possible package. In

Coca-Cola camp, the idea of competition has not come from Pepsi, but

from the other beverages such as tea, coffee, Nimbu Pani, water etc. Pepsi

is quite aggressive in its approach to Indian Consumer. They are

desperately working on the strategy to be winners in the hot cola war

between two big barons. According to Pepsi philosophy, it's the madness

that encourages executive to think, to conjure up those creative tactics to

knock the fizz out their competition. Pepsi had plumbed a large on the

visibility of its blue red and white logo. They have been going with

aggressive marketing by putting Sachin Tendulkar, Akshay Kumar and


46/101

46

now Shahrukh Khan in their advertisement to endorse their brand, the

role models for its targeted consumer the teenagers. They have increased

the fizz in the market place by introducing the dispensers called Fountain

Pepsi and has been enjoying a lead over its rival there.

Coca-Cola on the other hand, has been working on the saying slow and

steady wins the race's side by retailing to every more of its competitor.

They have procured the shield of Thums-Up with a handsome market

share in Indian soft drink market.

Countering Pepsi's international commercial that used two chimpanzees

to cock a snoop at coke, Thums-up come with the ad line, Don't be

Bandar, taste the Thunder. Also Thums-Up has been positioned now

very near to that young image of Pepsi and giving it a though time.

These cool merchants have put everything on fire. It Coke got the status

of the official drink of wills. World Cup, Pepsi blushed as nothing officialabout it. As Thums-Up projected as 'Saaree Jahan Se Achcha' Pepsi

was passionate enough with 'Freedom to be' and now the "Yeh Dil

Mange More" when Thums-Up came with Thunder Blast, the other

offered 'Pepsi Stuff Card'. IfRed is meant forcoke, Pepsi has chosen to

be blue.


47/101

47

MAIN COMPETITORS

COCA-COLA V/s PEPSI

Coca-Cola Pepsi

Total Investment in India Rs. 250 Crores Rs. 500 Crores

New Investments Rs. 2400 Crores Rs. 300 Crores

Number of Employee 140 2400

Number of owned bottling Plants 9 11

Number of Franchisees 54 15

Number of Fountain 1500 4000

Total Investment by bottlers Rs. 125 Crores Nil

New Plants Planned Nil 6

Overall volume of Coca-Cola products have increased by 40% whereas

the industry growth rate is 20%. Last year total sale of soft drink Industry

in India was approximately 170 million crates. Out of these around 60%

was of Cola and other 40% was of non-Cola Brands.


48/101

48


49/101

49

MARKETING MIX

Prof. Neil H Barden defines marketing mix as 'the appointment of effort,

the combination, the designing and integration of the elements of the

marketing into a programme of mix which will best achieve the objective

of the enterprise at the give time."

Marketing mix is the set of marketing tools that the firm uses to pursue its

marketing objective of in the target market. The marketing problems are

analyzed:

1.By utilizing the important forces emanating from the marketingoperation of an enterprise.

2.By adopting producer & for an efficient marketing programme.

ELEMENTS OF MARKETING MIX

The marketing mix denotes a combination of various elements

which in their totally constitute affirms marketing system. McCarthy

popularized a four factor classification of the se tools called the four P"s,

product, price, place promotion.


50/101

50

PRODUCTS

Product variety

Quality

Design product

Brand name

Feature

Packaging

Size service

Warranties

Returns

PRICE

List Price

Discounts

Allowances

Payment period

Credit teams

PLACE

Channels

Coverage

Place assessments

Locations


51/101

51

Inventory

Transports

PROMOTION

Sales promotion

Advertisement

Sales Forces

Public relations

Direct marketing


52/101

52

The particulars marketing variable under each P are shown below:

4 Ps 4 Cs

PRODUCT

PRICE

PLACE

PROMOTION

CUSTOMER NEED AND

WANTS

COST TO THE CUSTOMER

CONVENIENCE

COMMUNICATION


53/101

53

DISTRIBUTION IN THE COCA-COLA SYSTEM

Getting Products to Market

One of the value of the coca-cola system is presence that coca-cola

should exist everywhere. In the words of former CEO-India operations -

Richard Nichoilas, "Our goal is to have coke available within an

arm's reach of desire". To fulfill this gool, coca-cola not only produces

products, but also has an effective systems to distribute them all over

India.

Distribution

Distribution Sales + Delivery + Merchandising + Local Account

Managemetn.

Distribution of Coke's products includes the activities of sales, delivery

merchandizing and local accounts management. These are two major

types of distribution systems.

(i) Direct and Indirect

In direct distribution, the bottler partner direct control over the

activities of sales, delivery, merchandizing and local account

management.

In indirect distribution, an organization which is not a part of the

coca-cola system has control of one or more of the distribution

elements (Sales, Merchandizing and local accounts managements).

With Direct distribution there are two types of sales:-


54/101

54

Advanced sales and conventional sales.

In conventional sales, all the distribution activities (Sales, Delivery,

Merchandizing and Local Accounts Management) are performed by the

same persons.

In advanced sales, sales and delivery are performed by different people

within the coco-cola system.

Difference between a Customer and a Consumers.

A consumer is some one who drinks coca-cola products.

A customer is a business location which sells or serves coca-cola

products to consumers.

Merchandizing

One the products are delivered to the customer's they are promoted at thepoint-of-purchase to maximize the company's sales opportunities,

merchandizing involves looking at the presentation of the products

through the eyes of the consumers. It is an on-going process that help the

company present its products properly to the consumers in the market

place for instance, is the display attractive? Are the product neatly

organized.

Presenting The Products

Coca-Cola presents its products for sale in four different ways. They are

as follows:

Secondary Display

Coolers

Vending Machines


55/101

55

Post Mix / Pre Mix

India's Relationship with Coca-Cola

Just after independence, the Maharaja of Patiala oversaw his coca-Cola-

Cola hoarding from his huge, ornate palace, Coca-Cola export

representative Frank Harrold, was awed by the Maharaja's opulent life

style. In 1993 after Coca-Cola returned to India after a 16 years absence

(beorge Fernandes threw the company out of the country in 1977 on the

pre text that it had refuse to divalge its formula to Indian officials), CEO

of the Coca-Cola Company, Robesto boirueta "Salivated over a virtually

untapped market of 840 million people".


56/101

56

PROMOTION : THE COCA-COLA WAY

Goal for the 90's

"To place coca-cola within an arm's reach of desire.

Consumer activity clusters:

Grocery shopping

Other shopping & services

Eating and drinking Entertainment/ Recreation. Leisure

Travel / Transportation/ Hospitality

Educational

At Work

The 3A's:

The strategy for reaching in creasing numbers of consumers in India is

based on the belief that consumers will buy our products it they are

Available, Affordable and Acceptable.

Strategies for the 3A's

Focus on the consumer and customer,

To provide quality customer services, and caring about the quality of

performance in respective jobs.

Caring enough about what we do, to it the best we know how.

The 3A's is Coca-Cola underlying strategy for meeting its goal to reach

increasing numbers of consumer's. How does coke position its limited

resources to help meet its good. Let us explore the specific ways in which

the Coca-Cola system addresses each of the 3A's.


57/101

57

Availability

Some of the way sin which the Coca-Cola Company hopes to increase

availability of its product include improved or innovative packaging,

dispensing systems, distributions system, marketing.

Affordability

The ways to address affordability include pricing decisions, as well as

resource management. To make its product available at a price affordable

to the consumer. Continually processes more efficient and therefore more

cost-effective.

Acceptability

Making coca-Cola brand products the beverage choice for any occasion's

depends on a variety of strategies to reach the target audience. The

common strategies adopted to effect acceptability were thoughsponsorships, promotion youth market activities, community programs,

and other activates.


58/101

58

MEANING OF THE PROJECT

Project gives us necessary guidance and thought for the foundation of

business. A project is an essential requirement of business and formotivated person. Prior starting of any project it is necessary to

understand the meaning of every letter of word "PROJECT". Each letter

of the project has its special meaning that is discussed.

P: Planning:

The first letter "p" stands for planning. Planning is the word that meansprior the construction of anything and for their arrangement there should

be good planning which gives better result in manufacturing the thing that

is being prepared as well as it is the bridge of between present and future.

R: Resource:

"R" stands for resource as. Resources give the current idea to promote thework.

O: Operation:

It is a process of performing various functions in a systematic way.

J: Joint Effort:A project cannot achieve its maximum success with out the complete Co -

operation of group member.


59/101

59

E: Engineering:

Engineering is a branch of science under which a given task can be

performed efficiently with the help of knowledge and techniques in a

short duration by employing less money.

C: Communication:

Communication simply means the exchange of ideas, which flows

between two or more persons as well as from one place to an other place.

T: Techniques:

Techniques is a simply an art of performing a task the project should be

finished with different techniques of works.


60/101

60


61/101

61

OBJECTIVE OF THE PROJECT REPORT

To analysis the sales of coca cola.

To study the position of diet coke in the market.

To comparative study between fenta apple, diet coke and

pepsi cane.

To create Brand awareness of Amount People.

To know the factor effecting the sale.

To find out the needs and wants of consumer.

To find out the complains of the coca-cola products.

"Change is the only thing which is const

As rightly said by the someone body. The far - reaching and

pervasive changes in the business environment necessitate &

strategic thinking on the part of liberalization & privatization of

economy is now thrown open to heavy competition from the

private & public companies. It has only recently upon itself a

mission to change far better services. With the opening of the

different companies have tuff a head to maintain it's reputation

as the number one company. Thus to maintain it's service

quality, it needs to continually monitors its customers it's

customers needs & preferences & attitude towards the company.

So, the advertisement plays an important role the buying

behaviors of the customers.


62/101

62

Now a day, the customer is the main focal point in any industry.

upto what extent advertisement affects the buying behavior of

customers.


63/101

63

ADVERTISING OBJECTIVES

Advertising is a form of promotion, like a promotion, the objectives of

advertising is exposure, attention, comprehension, attitude change, and

behavior and action. As in the case of all promotion, advertising objective

should be specific. This requires that the target consumers should be

specifically identified and that the effect which advertising is intended to

have upon the consumer should be clearly indicated.

The objectives of advertising were traditionally stated in term of directsales goals. A better approach however is to view advertising as having

communications objectives that seek to inform, persuade and remind

potential customers of the worthwhile ness to the product. Advertising

seeks to condition the consumer so that she may have a favorable reaction

to the promotional, message. The goal is to improve the likelihood of the

customer buying the particular product. In this sense advertising is anexcellent example of the close relationship that exists between marketing

communication and promotional strategy.

Advertising objectives serve as guidelines for the planning and

implementation of the entire advertising programmed.


64/101

64

THE BASIC OBJECTIVES OF AN ADVERTISING

PROGRAMME INCLUDE

To stimulate sales amongst present, former and future consumers.

It involves a decision regarding the media, e.g. TV rather than

print:

To communicate with consumers. This involves decision regarding

copy:

To retain the loyalty of present and former consumers. Advertisingmay be used to reassure buyers that they have made the best

purchase, thus building loyalty to the brand name or the firm.

To increase support. Advertising impliedly bolsters the morale of

the sales force and of distributors, wholesalers and retailers: it thus

contributes to enthusiasms and confidence attitude in the

organization: To project an image. Advertising is used to promote an overall

image of respect and trust for an organization. This message is

aimed not only at consumers but also at the government,

shareholders, and the general public.

Each advertisement is a specific communication that must be

effective, not just for one customer, but for many target buyers.

This means that specific should be set for each particular

advertisement as well as a whole advertisement campaign.


65/101

65

WHAT ADVERTISING IS NOT: ACTIVITIES

EXCLUDED FROM IT-

Advertising is not an exact science. An advertiser circumstances

are never identical with those of another he cannot predict with

accuracy what results his future advertising efforts will produce.

Advertising is not a game because if advertising is done properly

both the buyer and the seller benefit from it.

Advertising is not a toy. Advertising cannot afford to play with

advertising. They realize that advertising funds come form sales

revenue and must be used to increase sales revenue.

Advertising is not designed to deceive. Apart from ethics, the

desire and hope for repeat sales insures a high degree of honesty in

advertising.

The activities excluded from advertising include the offering of

premiums to stimulate the sale of product: the use of exhibitions

and demonstrations at fairs, show, and conventions: the use of

samples and the so-called publicity activities, involving news

releases and the activities of personal; selling forces: the payment

of advertising allowances which are not used for advertising the

entertainment of customers etc.

Though these activities are not identified as advertising they all

have some economic objective of stimulating sales.


66/101

66

WHAT ADVERTISING INCLUDED

The information in advertising should be of benefit to buyers. It

should guide them to a more satisfactory expenditure of their

rupees.

It should suggest better solutions to their problems; otherwise the

advertiser will not get the continued patronage he needs to

maximize his long-term profits.

The content of the advertisement is within the control of the

advertiser, not the medium.

Advertising devoid of persuasion is ineffective. The advertisement

that fails to influence anyone, either immediately or in the future,

represents a waste of money.

The function of advertising is to increase the profitable sales

volume. This implies that advertising expenses should not increase

disproportionately.


67/101

67

ADVERTISING INCLUDES THE FOLLOWING

FORMS OF MESSAGES

The message carried in newspapers and magazines; on outdoor boards; on

streetcars, and poster, on roads; on radio and television broadcasts; and in

circular of all kinds, whether distributed by mail, by person, through

tradesmen or by inserts in package; dealer help materials; window display

and counter-display materials and efforts; store signs, motion pictures

used for advertising and novelties bearing advertising messages or the4

signature.

It was descriptive Project design, the study conducted was exploratory.

The method used was survey.

Sample size:

The sample size for the Project was 100. The breakup of the sample size

was done depending upon the requirement.

Method of Data Collection

Instrument used

The instrument used to gain the response of the customers was a

structured questionnaire the questionnaire conducted both closed and

open ended question. The questionnaire design was carefully developed.

Analysis and finding:

Simple mathematical percentage method was used to analyses the

responses of the sample.


68/101

68

THE MISSION AND COMMITMENTS

"To be recognized as the global business leader, coca-cola distinguish

itself. Our ultimate challenge is to make all of our assets - out trade

marks, our global distribution system and our customer relationship

distinctive in every way".


69/101

69


70/101

70

PROJECT METHODOLOGY

To make further advances in the project we devised a suitable

methodology with the help of which we could proceed further in our

project. As our project was based on a survey therefore preparing a

structured questionnaire started the methodology applied. The

questionnaire was carefully drafted in order to ensure and realistic

information from the customer. Also the format was such that the

respondent did not irritated and the customers easily gave the information

sought.

After preparing the above said questionnaire, I started to know about the

effect of advertisement on cold drinks. The response from respondents

was mixed. Some are very reluctant to fill the questionnaire and some are

very supportive and further interpretation of data taken place by the given

below method. In this way I finished my Project work which are in brief

are as follows:


71/101

71

Information Required: Information regarding services provided.

Type of Project:

PROJECT METHODOLOGY

PROJECT METHODOLOGY

PROJECT DESIGN data and collection method

FIELDWORKanalysis and interpretation


72/101

72

RESEARCH METHODOLOGY

Management is any organization needs information out potential

market and environmental forces. In order to develop successful strategic

marketing plans and to respond to change in the market place. Marketing

Research including all the activities than enable an organization to obtain

the information, it need to make decision about, its environment, its

marketing mix and its present potential market.

Philip Kotler defines marketing researches as "Marketing Research

is the systematic design, collection, analysis and reporting of observations

and finding relevant to a specific markets situation faced by the

company."

The present research was conducted with reference to the

distribution of soft drinks among different retail outlets in Meerut.

There is the research methodology adopted by me to conduct myresearch.

As per requirement question was formulated and care was taken to

include every aspects of the study.


73/101

73

RESEARCH

Research in common partance refers to a search for knowledge.One can also define research as a scientific and systematic search for

pertinent information on a specific topic.

Systematized efforts to gain new knowledge. Can called research

process.

According to differed Woody research comprises defining and redefining

problems, formulating hypothesis or suggested solutions, collecting

organizing and evaluating data making deductions and reaching

conclusions and at last carefully testing the conclusions to determine

whether they fit the formulating hypothesis.

TYPES OF RESEARCH:

The Basic Types of Research Are as Follows:

1. Descriptive vs. Analytical: Descriptive research includes survey and

fact-finding equines of different kinds. The major purpose of

descriptive research is discretion of ten states of affairs, as it exists atpresent. In social science and business research studies. The main

characteristic of the method is that the are searcher has no control over

the variables. He can only report what has happened or what is

happening. Most exposit factor research projects are used for

descriptive studies in which the researcher seeks to measure such

items.


74/101

74

2. Conceptual vs. Analytical: Conceptual research is that related tosome thinkers to develop new concepts or to reinterpret existing ones.

On the other hand, empirical research relies on experiences or

observation alone, often without due regards for system and theory.

3. Applied vs. Fundamental: Applied research aims at finding asolution for industrial/business organization, whereas fundamental

research is mainly concerned with generalizations and with the

formulation of a theory.

4. Quantitative vs. Qualitative: Qualitative research is based on themeasurement of quantity or amount. It is applicable to phenomena that

can be expressed in terms of quantity. Qualitative research, on the

other hand, is concerned with qualitative of kind.

Some other Types of Research: Such research follows case study

methods or in depth approaches to reach the basic causal relations. Such

studies usually go deep into the causes of things or events that interest us,using very small samples and very deep exploratory or it may be

formalized. Exploratory research is the development of hypothesis rather

than their testing, whereas formalized research studies and those with

substantial structure and with specific hypothesis to be tested.

RESEARCH APPROACHESQuantitative vs. Qualitative: Quantitative research is based on the

measurement of quantity or amount. It is applicable to phenomena that

other hand, is concerned with qualitative research, on the other hand, is

concerned with qualitative phenomenon, i.e. we are interested in

investigating the reasons for human behaviour (i.e., why people think or

do certain things,) we quite often talk of "Motivation Research', an

important type of qualitative research. This type of research aims at


75/101

75

discovering the underlying motives and desires, using in depth interviews

for the purpose. Other techniques of such research are word association

tests, sentence completion tests, story completion tests and similar other

projective techniques. Attitude or opinion research i.e. research designed

to find out how people feel or what they think about a particular subject

or institution is also qualtitative research. Qualitative research is specially

important in the behavioural sciences where the aim is to discover the

underlying motives of human behaviour. Through such research we can

analyse the various factors which motivate people to behave in a

particular manner or which make people like or dislike a particular thing.

It may be stated, however, that to apply qualitative research in practice is

relatively a difficulty job and therefore, while doing such research, one

should seek guidance from experimental psychologists.

Sample Units:

Two of the Number one brands in India namely brands Coca Cola and

Escorts Yamaha, respectively, were chosen on the basis of their market

shares. These two industries were chosen on the basis of the usage of the

products, as the usage of FMCG's and Consumer Durable high and is

noticeable. Moreover two different industries were also chosen keeping in

mind objective of the Study.

Sample Design:

Non-probability sampling was resorted to and the methods used is

Convenience sampling and Judgment sampling.

Sample Design:

The total sample size is 120 which includes consumers of all the four

brands, retailers of Pepsi & Coca Cola.


76/101

76

Data Collection:

Data was collected both from Secondary source as well as Primary data

was also collected. A structured Questionnaire method was used to

collect the primary data. Secondary data was soured from various

published sources which includes magazines like A&M, Business India

and Business World. Newspapers like brand Equity, Brad Wagon and the

times on India were also used. Annual Report of Yamaha and Coca-Cola

and books like" for God, country and Coca-Cola and "Fours" by AI Ries

were also referred.

Data Analysis Techniques used are:

Modal Value

Correlation

Simple Average

Percentage

Data was analysed manually and with the help of computer software

EXCEL, to make graphs and pie charts.


77/101

77

DATA COLLECTION

There are two types of data;

1. Primary data2. Secondary data

Primary Data:

Primary data are those, which are collected afresh, and for the first time.

in this Project work Projector has collected only primary data. The

primary data has been collected through survey method.

Secondary Data:

Secondary data are those already been collected by someone else and

which have been passed through the statistical process. Secondary data

may be published or unpublished data like from newspaper, books,

journals, government records, company's record, and public.

PROJECT AREA

For the completion of my Project report Ghaziabad was allotted to me for

my Project report work. I have completed all the tasks in Ghaziabad.

Ghaziabad is a big city. The name of places of Ghaziabad where I meet to

the different customers.


78/101

78


79/101

79

DO YOU TAKE COLD DRINKS

YES NO

92 8

Out of 100 RESPONDENTS 92 TAKE COLD

DRINK

92

8

0

10

20

30

4050

60

70

80

90

100

1 2

2-D Column 1


80/101

80

Market share of Soft drink?

DIET COKE Pepsi cane Fanta apple

51 27 10

42%

35%

23%

Diet coke pepsi cane fanta apple


81/101

81

FLAVOUR, DO YOU PREFER

COLA ORANGE LEMON PLAIN SODA FRUIT DRINK

45 20 10 15 10

OUT OF 100 RESPONDENTS, 45 TAKE COLA, 20

TAKES ORANGE, 10 TAKES LEMON, 15 TAKES PLAIN

SODA, 10 FRUIT DRINK.

45

20

10

15

10

0

5

10

15

20

25

30

35

40

45

50

COLA ORANGE LEMON PLAIN

SODA

FRUIT

DRINK


82/101

82

WHEN YOU TAKES SOFT DRINK

LUNCH

DINNE

R

ANY

TIM

E

FOR

TIM

E

PASS

CELEBRATIO

N

OCCASSIONA

L

DO

NO

T

5 10 20 35 25 5

OUT OF 100 RESPONDENTS, 5 TAKE SOFT DRINK AT

DINNER TIME, 10 RESPONDENTS SAYS ANY TIME, 20

RESPONDENTS TAKE SOFT DRINK FOR TIME PASS,

35 RESPONDENTS SAY THAT FOR CELEBRATION, 25

RESPONDENTS TAKES OCCASSIONALY AND REST

SAY DO NOT TAKE SOFT DRINK.

5

10

20

35

25

5

0

5

10

15

20

25

30

35

40

LUNCH DINNER ANY TIME FOR TIME PASS CELEBRATION OCCASSIONAL DO NOT


83/101

83

WHICH FACTOR INFLUENCES WHILE

CHOOSINGA COLD DRINK

CHILDNESS PACKING FLAVOUR TASTE ANY

OTHERS

15 5 30 45 5

OUT OF 100 RESPONDENTS 45 INFLUENCES BY

TASTE AND 30 BY FLAVOUR

15

5

30

45

5

0

5

10

15

20

25

30

35

40

45

50

CHILDNESS PACKING FLAVOUR TASTE ANY OTHERS


84/101

84

DO YOU THINK THAT ADVERTISEMENT OF

THAT PARTICULAR BRAND INFLUENCES YOU

TO BUY?

YES No Sometime Can't say anything

35 25 37 3

3525

37

305

10152025303540

1 2 3 42-D Column 1

OUT OF 100 RESPONDENTS 37 SOMETIME

INFLUENCES BY A ADVERTISEMENT


85/101

85

WHAT IS YOUR PREFERRED PACKING

AVAILABILITY NO. OF REPONDENTS

200ML 30

300 ML 23

500ML 10

1 LTR. 5

1.5 LTR. 10

2 LTR. 15

FOUNTAIN 2

CAN 5

OUT OF 100 RESPONDENTS 30 PREFER 200ML

30

23

10

5

10

15

25

0

5

10

15

20

25

30

35


86/101

86

HOW MANY TIMES DO YOU TAKE IN A WEEK

ALMOST EVERYDAY 10

TWICE A WEEK 15

THRICE A WEEK 10

ONCE 30

NOT REGULAR 35

OUT OF 100 RESPONDENTS 34 ARE NOT REGULAR

TAKE COLD DRINKS

1015

10

30

35

0

5

10

15

20

25

30

35

40

ALMOST

EVERYDAY

TWICE A WEEK THRICE A

WEEK

ONCE NOT REGULAR


87/101

87

SWOT ANALYSIS

STRENGTHS

Coke Company has a good market reputation and a strong

distribution network.

Coke is having a multi brand strategy ad is looking for a great

volume opportunity in India.

Coke is presently no. 1 player in Indian Carbonated soft drinks

market.

Coke was born 11 year before Pepsi (in 1987) ad a century later

still maintains that pioneering least.

Pepsi and coke both have good brand image.

WEAKNESS

Coke has less no. of retailers

Less force - it has less no. Have owned bottling plant.

It has not planned for setting up of any new plants where their

competitor has planned to set up several new plants.

OPPORTUNITY

A rapidly growing market, which is expanding @ 205 every year.

It can take the market very well with the new investment of Rs.

2400 corers.

It can give a big jerk to its major competitor Pepsi it can increaseits number of fountain to a sizeable amount.


88/101

88

Increasing trend of cold drink of different brands.

THREATS

It has a continuous threat from Pepsi as well as various other local

soft drinks.

Coke has a major market than Pepsi between the teenager as well

as the student due to advertisement of world cup cricket.

A large amount of expenses on the advertisement.


89/101

89

1.


90/101

90

1. The company should have proper stock of litre bottles of Coke so

that demand of the customer can be meet on time.

2. 6-9year age group is very potential and hence this should be

targeted in order to have an increase in sales.

3. If the price of Coca-Cola brands are slightly slashed then may be coca-

cola would gain a potential increase in its market share.

4. The young and middle age group is main type of consumer there share

should be enhanced.

5. Company should attached proper promotion scheme.

6. The "Thumps-up 'brand should be given extra care as this is a very

potential product and could be a huge competition to Pepsi.

7. Female prefer orange flavour hence Fanta should be targeted in a

8. Such a manner that it become popular among this segment.

9. Coke and Limca have their respective segment, but these should

10.Be properly handled so that they are able to maintain their position.

11.Company should be careful have like pesticide case that should

12.Not be repeated in future.

13.Fanta brand should also be properly handled and effective advertising

campaigns shall be made


91/101

91


92/101

92

SUGGESTIONS & RECOMMENDATIONS

One the basis of my study of the market I would suggest the following,

which can do wonders in favour of the company.

1. When company change policy or implement new policy dealer's

must be taken into consideration.

2. Small gift should be given to dealer during festivals and make them

to buy more to the company product.

3. In off seasons cutting down the advertisement expenses the company

should focus to provide innovative schemes and incentive to

customers and dealers.

4. Quality department should be more effective.

5. New schemes launched should be backed up with adequate

advertisement campaigns.

6. The scheme should be carried out with proper channel and retailer

should be aware of it.


93/101

93


94/101

94

LIMITATIONS OF THE PROJECT

No guidance in the field work.

The study was conducted in only Ghaziabad only. Hence the study

may not be useful for projection of behavioral aspect of consumers

living in other cities.

People lack the time so they did not take interest.


95/101

95

CONCLUSION

In the end I would like to conclude that this route ride was a

great learning experience for me, in which I learned about

the marketing skills and strategic applied in the market for

sale of a product and marinating the company standards in

the competitive market conditions.

After going thick on the things, now time is to makes a

complete picture. Marketer needs to use advertising and

brand building strategies to address the discerning buyers

and retail push to in different buyers. The manufacturer

should understand consumer behaviour because retailers

can't help quality and price. It is only upto manufacturers to

deliver what the consumers want. I need to stress on it

because 61% consumer said it is demand they sell coca-cola

39% agree that at retail shop it is brand popularity, which

determine the purchase of biscuit.

The is a grater needs to understand the consumer behaviour

considering them as a team; working for the company may

help them to be attached to the company. There should be a

feeling of belonging to the company in inner of the

consumer. Setting values club for consumer so that they may


96/101

96

exchange views with the company and help in understanding

the consumer behaviour.

According to my study, I have found that 92% consumer take

cold drinks. In which 45% person take coke, 35% take pepsi,

the rest 20% take other brands.

I can also say that most of the people take branded cold-drinks (75%). Advertising plays a vital roll in choosing cold

drinks from my study. I have seen that the factor influence

while choosing cold drinks are 40% advertising, 35% taste,

20% brand name & 5% others, 35% people say that

advertisement influences buying behaviour of consumer.

In advertisement TV Ads holds the maximum market in

advertisement of coca-cola products. 51% are TV ads, 27%

of the ads in print media, 12% by hoardings, & the rest 10%

are done by retailers.

So at last, I conclude that,

Thanda Mutlab Coca-Cola


97/101

97


98/101

98

BIBLIOGRAPHY

BOOKS:

Philip Kotlar, Marketing Management ; Analysis

Planning & Control; Prentice Hall, 9th Edition

Saxena Ranjan, Marketing Management; TATA

Mcgraw Hill, 4th Edit

Documents

Market Analysis of Coca Cola New Product